According to Statista, global B2B e-commerce gross merchandise volume stood at $31,19 billion in 2020. And as businesses purchase online, they expect precision, speed, and a highly professional attitude.  

More and more businesses are buying online. However, B2B buyers perform an average of 12 searches before deciding to buy.  

So for them to choose your brand, a set of recommended practices are to be followed.  

1. Streamline the purchase journey  

From the homepage to the shopping cart to the product catalog, navigation should be simple and seamless. The more intuitive your buying journey is, the more it will make customers want to come back.  

To do this:  

  • Insert visible call-to-action (or calls to action);  
  • Set up a breadcrumb thread;  
  • Optimize the mobile version of your store;  
  • Add a search bar;  
  • Suggest similar articles; 
  • Implement a cross-selling strategy.  

2. Write detailed product sheets  

Writing product sheets that will convince and motivate your customers to buy from your store is the cornerstone of a successful e-commerce strategy.  

To do this you can hire a professional web writer, as he or she can provide you with: 

  • A detailed description of each product;  
  • Related content;  
  • The technical specificities;  
  • Practical guides;  
  • Blog articles, etc.  

After all, it’s up to you, as a B2B seller, to help buyers find the right product. 

3. Facilitate ordering the same item 

 B2B buyers have many tasks to accomplish each month, such as replenishing certain products’ stocks. They will be delighted to know that you offer an automatic shipment service of their products.  

Take the example of a veterinary clinic. If the purchasing manager buys the same croquettes every month, he would be delighted to be able to automate his purchase.  

This will eliminate the need to place an order, enter the clinic’s bank details, and track the package…  

4. Digitize payments 

Digitalized payment allows B2B buyers to manage their orders according to their schedule and where they are located.  

The B2C e-commerce pioneers understood the importance of this aspect, as implementing it early on, allowed the business to grow exponentially.  

For B2B buyers, it’s a different story. Businesses often need large volumes and cannot handle everything at once. To counter this obstacle, it is recommended to propose several payment solutions:  

  • Payment by credit card;  
  • Payment in three times without charge;  
  • PayPal;  
  • Automation of payments. 

5. Increase your online presence  

Focusing on inbound marketing is highly recommended when opening a B2B e-commerce store. Ads, social media, and blog posts: you need to intensify your online presence. By implementing this strategy, you will be able to spread messages, humanize your brand and consolidate your e-reputation.  

To conclude, you must first take care of your user experience. Otherwise, you will have trouble retaining your customers and prospects for more than three minutes on your website.  

Consider simplifying the sales process by offering purchase automation. It is also recommended to reassure the most perplexed of your customers by giving them a phone call, for example. Finally, take care of your online presence and establish yourself as an opinion leader!

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